Field Guide to Effective Online Marketing
(Updated May 2009)
An online presence is a vital component of a real estate professional's marketing strategy. Because today's consumers want accurate information quickly and conveniently, real estate professionals must harness the features, capabilities and opportunities of online marketing to meet these ever-increasing customer demands. Here you will find an overview of online marketing basics and well as tips and insights into marketing your website and how to effectively use e-mail and blogging. This Field Guide will also put you in touch with an assortment of NAR's trademark and policy issues as well as a variety of useful websites that can take your internet marketing to new heights. (C. Dodge, Information Specialist)
Did You Know ...
...87% of homebuyers used the Internet as an information source
...77% of Internet homebuyers drove by or viewed a home they saw online
...32% of buyers first found their home on the Internet
...25% of FSBOs used the Internet to help sell their home
2008 NAR Profile of Homebuyers and Sellers, Item #186-45-08
- Who are today's home buyers and sellers?
- Do they use the services of a real estate professional?
- What role does the internet play?
These questions and many more are answered in this newly released profile of home buyers and sellers. This valuable tool provides the answers in a user-friendly format, designed to allow easy comparisons with previous studies, using a mix of charts, graphs and tables.
Chapters Include:
- Characteristics of Home Buyers and Homes Purchased
- Home Buying and Selling and Real Estate Professionals
- The Home Search Process
- Financing the Home Purchase
- For Sale By Owner Sellers
Order online or by calling NAR's Information Central at 1-800-874-6500, press option #1.
Online Marketing Basics
How to succeed in the online real estate market, (ArticlesBase.com, Mar. 2, 2009).
The Ten Commandments of a successful IDX solution, (Broker Agent Social, Feb. 23, 2009).
Your real estate website - Want results? Focus on the home page, (RISMedia, July 21, 2008).
More tips on picking a domain name for your real estate website, (RISMedia, July 16, 2008).
How to make the most of your website copywriter, (The Sideroad.com, n.d.)
Property marketing toolkit, (REALTOR® Magazine Online, 2007).
Online marketing summit probes new technologies, (B to B, Mar. 12, 2007).Q
32 ways to slash marketing costs, (Florida REALTOR®, Dec. 2006).
Marketing to the generations, (Florida REALTOR®, Oct. 2006).
Legal & Policy Issues
Field Guide to Do-Not-Call, Do-Not-Fax, and Do-Not-E-Mail Laws, (NATIONAL ASSOCIATION OF REALTORS®).
Use of the REALTOR® marks on the Internet - rules, (NATIONAL ASSOCIATION OF REALTORS®).
NAR Model Internet Advertising Rule, (NATIONAL ASSOCIATION OF REALTORS®).
Is your MLS property entry protected by copyright law?, (About.com, n.d.).
Why your online business needs a privacy policy, (ArticlesBase.com, Dec. 9, 2008).
Internet risk management: A guide to limiting risk through web site terms and proactive enforcement, (Intellectual Property & Technology Law Journal, Nov. 2008). Q
Businesses should pay attention to blogging, (Atlanta Business Chronicle, Feb. 7, 2008).
Email marketing laws and how they apply to your business, (ArticlesBase.com, Oct. 17, 2007)
The legal risks of blogging, (Network World, July 10, 2006). Q
Privacy laws and doing business online, (Intellectual Property & Technology Law Journal, Feb. 2005). Q
Marketing Your Website
What is the best website marketing strategy?, (ArticlesBase.com, Feb, 26, 2009)
3 simple ways to advertise your website, (RISMedia, Aug. 2, 2008)
Using YouTube for real estate website traffic, (About.com, n.d.)
How to brand yourself on the web, outshine your competition, (RISMedia, June 10, 2008).
10 step guide to renovating your web site - it's time for a face lift!, (Florida REALTOR®, Nov. 2006).
Web site enhancements - bring them back, (REALTOR® Magazine Online, Sept. 1, 2006).
Five leading e-business practitioners reveal what really works online by revealing ... the five 'I's' of internet marketing, (Pharmaceutical Executive, Feb. 2006). Q
4 email marketing strategies, (ArticlesBase.com, Apr. 10, 2009).
"Blasting" the message, (Birmingham Business Journal, Feb. 6, 2009).
The dangers of email, (The Sideroad.com, n.d.).
Tips for running an effective email marketing campaign, (ArticlesBase.com, Jan. 31, 2009).
Sending e-mail blasts, (Jacksonville Business Journal, June 13, 2008).
Creating an email newsletter, (The Sideroad.com, n.d.).
Sales meeting tool kit: Using e-mail effectively, (REALTOR® Magazine Online, 2007).
Reach the inbox, (Target Marketing, Aug. 2006).Q
8 email marketing tips, (Customer Relationship Management, May 2006). Q
What is a business blog?, (The Sideroad.com, n.d.).
Point, click, network, (Sacramento Business Journal, Apr. 3, 2009).
Writing great content for your website and blog, (Broker Agent Social, Mar. 9, 2009).
Online videos for your real estate website and blog, (Broker Agent Social, Mar. 3, 2009).
How to turn your blog into a prospect producing machine, (Realty Times, Feb. 24, 2009).
To blog or not to blog?, (Publishers Weekly, Mar. 5, 2007). Q
10 steps to mastering the blogosphere, (REALTOR® Magazine Online Daily Real Estate News, Aug. 29, 2006).
Blogging: a business matter, (Business Credit, June 2006). Q
Blog world - the web is increasingly being created by its users, (REALTOR® Magazine Online, May 1, 2006).
Useful Websites
Center for REALTOR® Technology, (NATIONAL ASSOCIATION OF REALTORS®, 2007). - The Center for REALTOR® Technology (CRT) serves REALTORS® and REALTOR® associations as an industry advocate, implementation consultant and technology information resource.
e-PRO Certification for Internet Professionalism, (NATIONAL ASSOCIATION OF REALTORS®, 2007). - The e-PRO Certification Course is an NAR-sponsored educational program designed to help real estate professionals thrive in the competitive world of online real estate.
Ask Mr. Internet, (REALTOR® Magazine, 2009). - Michael J. Russer's monthly column answers questions from REALTORS® on how to use the Web in their marketing and business efforts. Features a "Tip of the Month" and links to other useful websites.
Marketing, (About.com, 2009). - Compilation of articles, tutorials, and ideas on all aspects of website & e-mail marketing.
eBooks & Other Resources
eBooks.realtor.org
The following ebooks and digital audiobooks are available to NAR members:
Building a Website for Dummies (Adobe eReader)
Put Your Business Online (Adobe eReader)
Creating Web Pages for Dummies (Adobe eReader)
200 Marketing Ideas for your Website (Adobe eReader)
Web Marketing for Dummies (Adobe eReader)
Guerrila Marketing (Overdrive Digital Audiobook)
Digital Photography for Dummies (Adobe eReader)
How to do Everything with your Digital Camera (Adobe eReader)
E-mail Etiquette (Adobe eReader)
Creating E-Mail Newsletters (Adobe eReader)
E-Marketing (Adobe eReader)
Blogging 100 Success Secrets (Adobe eReader)
Blog Marketing (Adobe eReader) (Mobipocket eBook)
MySpace for Dummies (Adobe eReader)
Aerial Mapping Websites (Overdrive Digital Audiobook)
Books, Videos, Research Reports & More
The resources below are available for loan through Information Central. Up to three books, tapes, CDs and/or DVDs can be borrowed for 30 days from the Library for a nominal fee of $10. Call Information Central at 800.874.6500 for assistance.
Realty Blogging: Build Your Brand and Outsmart Your Competition, by Richard Nacht & Paul Chaney, (Chicago, IL: McGraw Hill, 2007).
7 strategies to get your emails read, (Texas REALTOR®, Mar. 2007).
Hands On Guide to Video Blogging and Podcasting, by Lionel Felix & Damien Stolarz, (Chicago, IL: Focal Press, 2006).
101 Ways to Promote Your Website, by Susan Sweeney, (Chicago, IL: Maximum Press, 2006).
Blogging for Business: Everything You Need to Know and Why You Should Care, by Shel Holtz & Ted Demopoulos, (Chicago, IL: Kaplan Publishing, 2006).
The keys to a successful web site, (Texas REALTOR®, June 2006).
Fundamentals of Marketing for the Real Estate Professional, by Doris Barrell & Mark Nash, (Chicago, IL: Dearborn Real Estate Education, 2005).
Real Estate Confronts the Future, by Stefan Swanepoel & Tom Dooley, (Mason, OH: Thomson South-Western, 2005).
"Junk e-mail": An overview of issues and legislation concerning unsolicited commercial electronic mail ("spam"), by Marcia Smith, (U.S. Congressional Research Service, 2004).
Real Estate Technology Guide: Winning with Technology, by Saul Klein, John Reilly, & Mark Barnett, (Chicago, IL: Dearborn Real Estate Education, 2004).
Real Estate Rainmaker: Guide to Online Marketing, by Dan Gooder Richard, (Hoboken, NJ: John Wiley & Sons, 2004).
Field Guides & More
These Field Guides and other resources in the Virtual Library may also be of interest:
Field Guide to Marketing Tips for REALTORS®
Field Guide to Reducing Spam E-Mail
Field Guide to Digital Cameras & Photography
Field Guide to Working with Empowered Consumers
Field Guide to Farming and Prospecting
Field Guide to Time Management for Real Estate Professionals
>> Have an idea for a new Field Guide? Click here to send us your suggestions!
The inclusion of links on this Field Guide does not imply endorsement by the National Association of REALTORS®. NAR makes no representations about whether the content of any external sites which may be linked to this Field Guide complies with state or federal laws or regulations or with applicable NAR policies. These links are provided for your convenience only and you rely on them at your own risk.
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